Regional Brand

Increased awareness for the regional brand will help strengthen individual’s and business’s link to the area, increasing the likelihood that they will remain within ICR Iowa. Additionally, a globally recognized brand draws in new businesses and workers, fostering growth, creating diversity, and-ultimately-resilience.

Action 1: Review NorthStar report, historic and current regional brands, and external perceptions of the region.

Timeline: Completed winter of 2017

Cost: Cost already paid

Responsible Parties: ICR IOWA

Action 2: Establish Creative Team and complete a branding charrette to generate ideas for a regional brand and marketing campaign for targeted business and talent attraction. Share ideas with stakeholder groups and confirm brand and campaign.

Timeline: Completed winter of 2017

Cost: $20,000

Responsible Parties: ICR IOWA and creative team

Action 3: Develop designs for new brand and campaign, website, and market strategies for business and talent attraction.

Timeline: Designs completed by spring of 2018, website and strategies completed by summer 2018, implementation to begin summer of 2018

Cost: $40,000

Responsible Parties: ICR IOWA

Action 4: Implement marketing strategies for talent and business attraction.

Timeline: Begins summer 2018

Cost: $200,000/year

Responsible Parties: ICR IOWA

Metrics for success will include: brand awareness nationally and internationally, inter-state company project lead generation, resumes from professional candidates currently not living in the area, especially in targeted professions and populations.